The role of creative strategies in enhancing consumer interaction with new product video advertising

Purpose This study explores the inverted U-shaped relationship between the number of creative strategies (NCS) and consumer response to new products as incrementally new products (INPs) and really new products (RNPs). Design/methodology/approach Leveraging a dataset of 757 digital video advertisements from six prominent technology-driven companies, content analysis and hierarchical polynomial regression were employed to explore the relationship between the NCS and consumer responses, considering product newness. Findings The results reveal a highly significant inverted U-shaped relationship between NCS and consumer response. The turning point of the inverted U-shaped function was 3.204. This relationship holds for both types of new product: INP and RNP. In addition, product newness negatively affects consumer responses. Based on this research, this study found that technology-driven new product video advertisements use more information and argument types of creative strategies. In addition, compared to INP, RNP video ads use more command and habit-starting creative strategies. Research limitations/implications Further research on the effect of the combination of multiple creative strategies on consumer responses can help advertisers design an effective advertisement. Practical implications Advertisers can determine the best mix of creative strategies based on the type of new product. Originality/value This study confirms that the impact of NCS on consumer responses is not a simple linear relationship. When the three creative strategies are implemented, consumers’ positive reactions reach their maximum value.